Google says automotive “sales funnel” no longer true

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Conventionally, automotive marketers have believed most car shoppers take at least six months to make up their minds on what to buy. That half-a-year of shopping is what marketers call the “sales funnel.” It works like this: First the need for a new car is recognized then six-months later, someone’s driving away in a new car. In between, shoppers do all their research, line up financing, etc.

And that’s the theory around which most automotive marketing departments and ad agencies have traditionally planned their campaigns for either brand building or ads meant to get folks into dealerships.

Google, however, says they’re wrong. Way wrong.

[Source: BusinessWeek]

Continue reading Google says automotive “sales funnel” no longer true


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